EXPLORING THE SUSTAINABLE FUTURE OF E-COMMERCE COMPANIES THROUGH A DIGITAL MARKETING AND LOGISTICS CONTEXT

Abstract

Purpose - The main objective of this research is to analyze e-commerce companies in a digital marketing and logistics context to better understand the future of e-commerce companies. Methodology - This manuscript has included updated literature and real examples to explore the new challenges facing e-commerce firms in marketing, logistics, and sustainability terms. Findings- The results reveal that Amazon, JD.com, and Alibaba companies with their autonomous distribution have a huge competitive advantage against their main competitors because they do not depend on external logistics companies, their parcel shipments are more personalized, and they reduce time and costs in their processes. Nevertheless, when e-commerce companies depend on external distribution, the quality of their parcel shipment services is highly dependent on logistics firms’ ability to provide excellent service to their consumers. Sometimes, consumers’ satisfaction is related to parcel shipments by logistics companies, which may be affected by poor services or even parcels arriving too late, and possibly customers will be dissatisfied. Conclusion- In the light of the information obtained because of the research, the sustainable future of e-commerce companies will lie in their efficiency and efficacy management, the sustainability of the environment, logistics services, technological innovations, and marketing strategies to increase sales conversion and cover new consumers’ needs.